What Ever You Say You Are, You Aren’t

“The Best Carpet Cleaners Ever”

“The fastest growing construction company in Canada!”

(How could you even prove that?)

“The most innovative company in Saskatchewan!”

(Again, how in tarnation do you know?)

Doesn’t it sound ridiculous?

When it comes to business (and people for that matter) what ever you “say” you are, you definitely are not. You may want to be, you may be striving to be, but the second someone calls their pizza “the best in town” I can almost guarantee it isn’t.

Why do we make superfluous claims like this?

Why do we think slapping “most trusted” after our company name makes people trust us more? Beside some Neuromarketing (see number 28) at work and possibly some psychological anchoring, those benefits are short lived. People don’t trust what you tell them. People are skeptical of whatever a company says about themselves, let alone claiming to be something they’re not.

Don’t believe what any company says about themselves

Why would you? Companies have an interest in changing your perception of themselves.

I do believe what someone else says about a company, a customer, employee or an acquaintance, specially if I trust or look up to that person. Someone who has no vested interest in pumping tires or an upside for giving a good recommendation.